Diageo-backed Translucis makes bid for retail clients

Translucis, the Diageo-owned start-up offering advertising in bars via giant liquid crystal display (LCD) screens, is planning to move away from its drinks-based heartland and onto the high street.

According to sources, the company is poised to announce its first retail clients. It currently operates a network of 240 bars across the UK.

Ads are beamed into the bars via Internet-linked satellite technology, provided by Kingston In Media, part of Kingston Telecommunications.

Translucis has been operating for more than 20 months and most of the advertisers have been drinks brands. But it has now managed to attract names such as Virgin Mobile, Xbox, Sony Ericsson, Motorola, Expedia and Nestlé.

This week, Unilever’s Lynx, the leading male grooming brand, joins these advertisers. It is spending &£20,000 on a campaign to target 193 bars in theTranslucis network, to reach a claimed market of 860,000 consumers each week.

The specially created ads, which run without sound to avoid competing with the bar ambience, use more risqué material than current TV ads.

The creative theme – Lynx’s new formula ensures 24-hour protection from under-arm body odour – is the same, but the bar ads include references to the length of male and female orgasms.

Translucis claims to reach 1.2 million consumers each week – according to research company Ipsos – mainly in the 18to 24-year-old age group. The Lynx ads will run in bars such as Yates’s, Edwards, Walkabout, RSVP, The Edge, Heaven and Po Na Na. The campaign begins on May 31 and runs until June 8, with the ads showing for three hours each night.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here